Posts tagged ‘experience marketing’

Shiseido gives a good trend on what cosmectics & beauty retail/shops will look like. 2 statements on cosmectics & beauty marketing in brick&mortar shops in Europe:

Consumers are more and more well informed thanks to beauty & cosmectics bloggers, journalists, media. It’s really difficult for sales to add value when a consumer comes in shops. That’s the reason why we’ve launched for L’Express Styles (the media group I work for in France) a true digital beauty centre, in order to become a hub for sharing knowledge, tests, testimonials with beauty experts, and journalists among final consumers (they can get a sample of a product and add comments to experts’ point of view)

More generally, if the ads are really beautiful and can make you dream on TV, it’s pretty disappointing when you go in shops: it’s like going to supermarkets, and it’s like if there was a leakage on the communication chain

Shiseido answered to these 2 gaps in their new shop:

on the 1st floor, mirrors are digital: once you scan a barcode, you can see a glimpse of what it looks like on your skin. It also gives add-ons to amplify the user experience (tips & tricks, advices, experts’ POV…)

on the 2nd floor, Shiseido mix real life experience like in a beauty centre, and technologies to endeavour web-based conversations with their experts. We can imagine that there’ll soon be FAQs based on the history of conversations with the consumers

When Social @ Marketing gives more sense to the value chain for the brand and the consumer…